This week’s PR Roundup: 🏈 Eagles’ Jalen Hurts crisis: fragmented facts, conflicting reports, a vacuum filled by speculation. 🌪️ AI visibility research: 17% overlap between engines on the same question. 🌯 Chipotle Boorito turns 25. Full analysis → buff.ly/nIVYx5R

Be seen and heard with original research! Original research remains not only one of the best ways to gain top-tier #media attention but also optimize #AI search visibility. Turn a hypothesis into a newsworthy story worth reporting! @PRNews bit.ly/eng_B2BMktg_121026

On October 6, CEO Niki Jones attended the @prnews Platinum Awards ceremony in New York City, as the Mass Decontamination Field Manual we developed for @nyulangone was nominated in the Reputation, Purpose & Public Affairs category. We received an honorable mention for the manual, and want to recognize Lead Graphic Designer Harley Lake, our prime partners Zach Goldfarb and Louis Cook, and the NYU Langone Mass Decon team for their contributions. Coincidentally, we also recently received these photos of the Field Manuals in action, guiding an emergency training exercise! Knowing our work is helping prepare first responders to save lives is the biggest win we could hope for.

🏆 We're proud to share that REYA Communications has been named Boutique Agency of the Year at the 2026 @PRNews Platinum Awards! This recognition is a celebration of our boutique approach to public relations: personalized attention, thoughtful storytelling, meaningful media relationships, and a genuine passion for the brands we represent. Since founding REYA in 2019, our mission has been to champion independent, family-owned, and purpose-driven luxury travel brands that offer extraordinary experiences while making a meaningful impact on the destinations and communities they serve. We're incredibly grateful to our clients for trusting us to tell their stories, our media partners for helping bring those stories to life, and our dedicated team for making it all possible. As the luxury travel landscape evolves, we're excited to continue redefining what a boutique PR agency can achieve. Read our story and learn more about the people and philosophy behind REYA's award-winning approach: reyacommunications.com/post/… #LuxuryTravel #TravelPR #PublicRelations #BoutiqueAgency #SustainableTravel

Social teams can’t just post and count views. They need to know their audiences, join the conversation and prove their impact. Communications leaders share how they’re making social work harder—even with lean teams. buff.ly/UEV9yga

PR Roundup: Zacharia’s first briefing: 14 minutes, mostly prepared remarks, 3 outlets. White House called it “brutal.” 55% of Americans say social media influenced their vote. 79% of Gen Z. Meltwater’s Kim Cattrall campaign: B2B brand strategy brilliance buff.ly/7hEB2Nj

Today is the last day of Hispanic Heritage Month. Who gets quoted on Oct. 16? Yesenia Reinoso on closing the Hispanic expert visibility gap—for good, not just for the month—for @PRNEWS 👇 buff.ly/nf1sRAm

68% of Google searches are “no-click.” Less than 25% result in direct exposure to your brand. SEO has a successor—and communicators need to know about it. Brandon Bankston on Answer Engine Optimization for PRNEWS 👇 buff.ly/B3qXuBG

PR Roundup: NHL’s “Hot for Hockey” lasted days. Understanding a subculture and earning a place in it are two different things. Starbucks’ “Sugar-Free” drinks are facing a class-action lawsuit. AI tops the Reputation Risk Index for the 4th time. buff.ly/uTf0rYS

The White House press ban raised a press freedom question. It also raised a PR one. Who counts as "media" in 2026 — and does your media strategy reflect how your audience actually gets its news? Ramin Beheshti for @PRNEWS 👇 buff.ly/OLmuTKL

Cornell's crisis isn't a communications problem — it's a trust problem years in the making. Edelman-Yale: half of Americans think an AI-fluent non-doctor can match a doctor on some tasks. Boston Logan's "Voice of Logan" campaign: Earned, not bought. buff.ly/33EZHdB

Today is the last day of PR Ethics Month. "Trust is rarely lost through one spectacular failure. More often, it erodes through a series of decisions that seemed harmless when someone clicked send." @PRSA CEO Matthew Marcial for PRNEWS 👇 buff.ly/5W43oxa

What makes a journalist trust a PR pro? MM+M Executive Editor Jack O’Brien shares his take on building real relationships, crafting stronger pitches and keeping patients at the center of healthcare storytelling. buff.ly/FT9Mn9g

One in 20 podcast guest pitches gets accepted. So what happens after the booking matters. When a client goes silent after an episode, the relationship cost often lands on the PR pro who made the introduction. Why podcast promotion is part of the pitch: buff.ly/1YRX9Ua

It's Climate Week NYC — and climate comms might be broken. Heatwave coverage jumped 8x in July. Emotional intensity didn't move at all. Whitney Dailey on what actually resonates for @PRNEWS 👇 buff.ly/Pwz0D0M

87% of active video podcasts score between 4.5 and 5.0 stars — regardless of actual listenership. Star ratings don't tell you what you think they do. Anuj Agarwal on how to actually build a podcast outreach list worth pitching for PRNEWS 👇 buff.ly/OJ1rDXH

"That's not a creator problem. It's an expectations problem." Ashley Stoney on what brands can actually learn from the U.S. Open creator controversy.👇 buff.ly/FaZ1LnV

Lift as you climb. Rachel Scoggins Taylor of Tony Fay PR on why mentoring the women behind you is essential — because none of us got here alone. Attending the PRNEWS Platinum Awards Oct. 6? Join Comms Corner! Details: buff.ly/j7k6GAl

PR Roundup: 🏈 Arch Manning apologized via Instagram Story—which disappeared in 24 hours. 🎤 Macklemore-Sheeran-Kraft: When your name is on the tour, neutrality is hard to claim. 💰️ New research: strong reputation saves $1.2 billion in a crisis. buff.ly/UCMelLa

The Buffalo Bills open their new stadium TONIGHT 🏈 Before the first snap, they're already winning the comms game—featuring "O Canada" to honor Canadian fans at a time when cross-border tensions are at a high. Rich Luchette breaks down the strategy. 👇 buff.ly/Xay3TD2